I am a systems-led campaign strategist, writer and coach passionate about the power of narratives. I’ve spent twenty years learning that movements rarely lose for lack of evidence - they lose for lack of a story people can see themselves in.

I grew up in a political household in what is now Nigel Farage’s constituency in the UK. I’ve never assumed that a good argument wins on its own. I have always been passionate about justice, relationships and how communications, storytelling and language bring people together and change the world.

After an encounter with the Zapatistas in 2001 I become involved with campaigning. Since then I’ve spent two decades leading teams and building multi-country social and environmental justice campaigns and programs from Greenpeace to Oxfam and ActionAid.

Along the way I led the campaign that made age discrimination illegal in the UK, helped win climate commitments from Procter & Gamble and Kellogg, built a UK-wide feminist community organising function at ActionAid, co-created a record-breaking crowdfunder with activists in Ghana, and introduced Global Witness’s first planning and evaluation toolset.

I was lead writer and creator of Uncommon Sense, a systems-led strategic communications toolkit for changemakers, written for the Multicultural Leadership Initiative with support from the Climate and Land Use Alliance.

As an ICF-accredited coach, I have helped leaders from across the corporate and non-profit sectors to achieve their goals from starting new businesses to winning campaigns.

I’m interested in biomimicry, complexity thinking and indigenous methods of inquiry. I learned Spanish young and speak Portuguese. I live on the south coast of the UK.